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Cloud content services provider Brightcove has created a premium content exchange whereby select partners can reach out to customers and provide easy access to their respective libraries of premium video content.

Initial partners signed up for the service include AOL Video, Diagonal View, Internet Video Archive, NewsLook, ScreenPlay and Touchstorm. Their customers will be able to access libraries of third-party video content and to execute advertising strategies around licensed content. The initiative also offers participating partners streamlined access to new distribution through global Brightcove Video Cloud media industry customers.

Brightcove will facilitate the business introductions between Content Exchange partners and other publishers so the two parties can transact directly for licensing agreements and advertising revenue economics. Video Cloud’s Media Sharing capability then allows content to be shared between content partners and specified publishers, enabling the content owners to retain essential controls while giving publishers the ability to determine how and where the content will be published. Brightcove has also introduced new APIs for Video Cloud designed to enable content owners to stop sharing content as they choose.

“Media publishers know that the breadth and depth of their content library directly influences their success with online video, since more content attracts more viewers, brings them back more frequently, keeps them engaged for longer periods of time, and makes a site more discoverable by search engines,” explained Chris Johnston, director of technology partnerships at Brightcove.